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Free	Webinar	
Press	Releases	and	PR
Publicity!
2
You’re	in	the	Right	Place	If	.	.	.	
• You’re	in	the	Avia?on	Industry

• You	don’t	have	a	PR	Firm	on	Retainer

3
ABCI
ABCI
5
Please	.	.	.	
6
Publicity	Is	.	.	.
• Publicity	is	the	deliberate	aFempt	to	manage	the	public's	
percep?on	of	a	subject.	The	subjects	of	pu...
Publicity	Is	.	.	.	
• Visibility	that	you	didn’t	pay	for.	
8
How	Do	You	Get	Publicity?	
1.Write	(GOOD!)	Press	Releases	
2.Develop	Rela?onships	with	Reporters	
3.Build	YOUR	OWN	Audienc...
How	to	Leverage	Publicity
10
Press	Release	Distribu?on	Services
• PRWeb	
• Business	Wire	
• iNewsWire	
• Online	PR	Media	
• Market	Wire	
• PR	Newswire	...
The	“Black	Hole”
12
Ques?ons	About	Press	Releases?
13
Marke?ng	to	Reporters
14
Google	Alerts
15
Industry	Publica?ons
16
Is	This	Your	Target	Audience?
17
Connect	with	

18
Connect	with	Reporters	

19
Things	NOT	to	Say	to	a	Reporter
1. “You’ve	Never	seen	anything	like	this.”	
2. “When	can	we	expect	this	to	go	up?”	
3. ”I	...
Ques?ons	About	Reporters	&	Publica?ons?	
21
Editorial	Calendar
• hFp://www.nbaa.org/about/adver?sing/bai-media-
kit-2013.pdf
22
Read	the	Writers’	Guidelines
• What	We're	Looking	For	
• Don't	give	us	the	obvious,	or	merely	touch	on	the	surface	of	a	
s...
Tell	Great	Stories!
24
Typical	Press	Release	Headlines
• Company	Introduces	Product	
• Company	Has	An	Anniversary,	Throws	a	Party	
• Company	Hire...
Wells	Fargo
26
Southwest	Airlines
27
Case	Study
28
Team	Member	Highlight
29
Team	Member	Highlight
30
Write	Newsworthy	Headlines!
• {Company}	Introduces	{Solu?on	to	Problem}	
for	{Group	of	People}	
• How	To	{Mundane	Task}	Th...
Three	“Story	Starters”
• What	is	your	“origin	story?”

• 	What	problems	have	you	solved	for	
customers?	

• What	is	the	ke...
Ques?ons	About	Story	Ideas
33
When	the	Unthinkable	Happens
• This	is	avia?on,	nothing	is	unthinkable!		
• Brainstorm	-	“What	could	possibly	go	wrong?”
34
“Bad	News”	Releases	&	Procedures	
• Headline	(concise,	unambiguous,	complete,	but	
as	“boring”	as	possible.)		
• Summary		...
Have	a	High	Good/Bad	Ra?o
36
Ques?ons	About	Bad	News
37
Press	Kits
• Company	backgrounder	
• Bios	of	key	people	
• Fact	Sheets	
• Past	press	coverage	(clippings)	
• High	resolu?o...
Our	Media	Kit	
39
Press	Kits	Look	Like.	.	.
• A	Web	Page	

Some?mes	hidden	and/or	accessed	by	
password	
• A	physical	porsolio	sent	in	the	m...
Our	Media	Kit	
41
"Those	who	tell	the	stories		
rule	the	world."
42
Pitching	Your	Story
• Pitch	to	the	right	reporter	
• Pitch	at	the	right	?me	
• Send	an	email,	fax	or	leFer	
• Make	a	phone...
Checklist
qFind	the	Right	Publica?ons	
qFind	the	Right	Reporters	
qStart	Building	Rela?onships	
qBuild	Your	Own	Audience	
...
This	Offer	is	For	You	If	.	.	.	
• You	sell	something.	
• You’re	in	the	avia?on	industry	
• You	understand	that	marke?ng	is	...
Why	we	Built	the	Insider	Circle
46
• Success	is	about	what	
you	know	AND	who	you	
know.			
• Save	?me,	money,	and	
your	re...
47
48
49
50
51
Risk	Free!
• 30	Day	Money-Back	Guarantee!	
• No	Long-Term	Contract!	
• If	it’s	not	for	you,	you	lose	nothing!	
52
Free	Adver?sing!
53
Join	Today!
• One	Free	Press	Release	
• Browse	to	ABCI1.com/InsiderCircle	
• Scroll	to	boFom	
• Choose	Silver	or	Gold	Leve...
Ques?ons	About	Anything?	
55
56
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Free Webinar - Press Releases and PR (Sharing Good News & Bad News!)

  1. 1. Free Webinar Press Releases and PR
  2. 2. Publicity! 2
  3. 3. You’re in the Right Place If . . . • You’re in the Avia?on Industry
 • You don’t have a PR Firm on Retainer
 3
  4. 4. ABCI
  5. 5. ABCI 5
  6. 6. Please . . . 6
  7. 7. Publicity Is . . . • Publicity is the deliberate aFempt to manage the public's percep?on of a subject. The subjects of publicity include people (for example, poli?cians and performing ar?sts), goods and services, organiza?ons of all kinds, and works of art or entertainment. • Publicity is the act of aFrac?ng the media aFen?on and gaining visibility with the public, it necessarily needs the compliment of the media it cannot be done internally because it requires the aFen?on of the publicist and it is the publicist that carries out publicity while PR is the strategic management func?on that helps an organiza?on communicate, establish and maintain rela?on with the important audiences, It can be done internally without the use of media • From a marke?ng perspec?ve, publicity is one component of promo?on which is one component of marke?ng. The other elements of the promo%onal mix are adver?sing, sales promo?on, direct marke?ng and personal selling 7
  8. 8. Publicity Is . . . • Visibility that you didn’t pay for. 8
  9. 9. How Do You Get Publicity? 1.Write (GOOD!) Press Releases 2.Develop Rela?onships with Reporters 3.Build YOUR OWN Audience 4.Do Something Bad 9
  10. 10. How to Leverage Publicity 10
  11. 11. Press Release Distribu?on Services • PRWeb • Business Wire • iNewsWire • Online PR Media • Market Wire • PR Newswire • Press Advantage 11
  12. 12. The “Black Hole” 12
  13. 13. Ques?ons About Press Releases? 13
  14. 14. Marke?ng to Reporters 14
  15. 15. Google Alerts 15
  16. 16. Industry Publica?ons 16
  17. 17. Is This Your Target Audience? 17
  18. 18. Connect with 
 18
  19. 19. Connect with Reporters 
 19
  20. 20. Things NOT to Say to a Reporter 1. “You’ve Never seen anything like this.” 2. “When can we expect this to go up?” 3. ”I know this isn’t your area, but…” 4. “Can you send me 10 copies of the ar?cle as soon as it’s printed?” 5. “Can you let me know as soon as the ar?cle is printed? 6. ”If I give you a good ?p and you write the story, can you promise me you’ll give it good play?” 7. ”Can you please not use my name?” 20
  21. 21. Ques?ons About Reporters & Publica?ons? 21
  22. 22. Editorial Calendar • hFp://www.nbaa.org/about/adver?sing/bai-media- kit-2013.pdf 22
  23. 23. Read the Writers’ Guidelines • What We're Looking For • Don't give us the obvious, or merely touch on the surface of a subject. Our readers are not beginners, and they don't have ?me to waste reading what they already know. • We're looking for in-depth repor?ng, with informa?on culled from many sources to give readers a broad perspec?ve on a topic. Can you offer a fresh angle on a familiar subject? Can you convey atmosphere and personality when interviewing entrepreneurs and experts? Can you elicit interes?ng quotes from people, and find sources who don't say the same old thing in the same old way? Can you write about business with authority and passion? Then you're the kind of writer we're looking for. 23
  24. 24. Tell Great Stories! 24
  25. 25. Typical Press Release Headlines • Company Introduces Product • Company Has An Anniversary, Throws a Party • Company Hires a Person WIIFM? Who Cares? 25
  26. 26. Wells Fargo 26
  27. 27. Southwest Airlines 27
  28. 28. Case Study 28
  29. 29. Team Member Highlight 29
  30. 30. Team Member Highlight 30
  31. 31. Write Newsworthy Headlines! • {Company} Introduces {Solu?on to Problem} for {Group of People} • How To {Mundane Task} That {Rewarding Benefit} • Why Some {Pilots} Always {Land the Best- Paying Jobs}! • The Secret of {Perfect Tailwheel Landings} 31
  32. 32. Three “Story Starters” • What is your “origin story?”
 • What problems have you solved for customers? 
 • What is the key difference between your company and your compe?tors? 32
  33. 33. Ques?ons About Story Ideas 33
  34. 34. When the Unthinkable Happens • This is avia?on, nothing is unthinkable! • Brainstorm - “What could possibly go wrong?” 34
  35. 35. “Bad News” Releases & Procedures • Headline (concise, unambiguous, complete, but as “boring” as possible.) • Summary (Just the facts) • One or two paragraphs focusing on something more posi?ve. • Appoint someone to be available for interviews • Be as boring as possible. 35
  36. 36. Have a High Good/Bad Ra?o 36
  37. 37. Ques?ons About Bad News 37
  38. 38. Press Kits • Company backgrounder • Bios of key people • Fact Sheets • Past press coverage (clippings) • High resolu?on photos • Press releases • Key Contact Informa?on/Availability 38
  39. 39. Our Media Kit 39
  40. 40. Press Kits Look Like. . . • A Web Page 
 Some?mes hidden and/or accessed by password • A physical porsolio sent in the mail or handed to a reporter
 Oten including a CD, DVD or USB drive with electronic copies & images 40
  41. 41. Our Media Kit 41
  42. 42. "Those who tell the stories rule the world." 42
  43. 43. Pitching Your Story • Pitch to the right reporter • Pitch at the right ?me • Send an email, fax or leFer • Make a phone call • Stop. • Watch the publica?on(s) • Reprint (tweet, post, etc.) like crazy 43
  44. 44. Checklist qFind the Right Publica?ons qFind the Right Reporters qStart Building Rela?onships qBuild Your Own Audience qWrite Many Great Press Releases (Stories!) qPrepare for Bad News qCreate a Press Kit 44
  45. 45. This Offer is For You If . . . • You sell something. • You’re in the avia?on industry • You understand that marke?ng is not magic.
  46. 46. Why we Built the Insider Circle 46 • Success is about what you know AND who you know. • Save ?me, money, and your reputa?on. • Focus on what’s relevant. • Don’t “reinvent 
 hot water!” • Learn one thing at a ?me . . .
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. 50
  51. 51. 51
  52. 52. Risk Free! • 30 Day Money-Back Guarantee! • No Long-Term Contract! • If it’s not for you, you lose nothing! 52
  53. 53. Free Adver?sing! 53
  54. 54. Join Today! • One Free Press Release • Browse to ABCI1.com/InsiderCircle • Scroll to boFom • Choose Silver or Gold Level • Enter your Credit Card Info • Sa?sfac?on Absolutely Guaranteed! 54
  55. 55. Ques?ons About Anything? 55
  56. 56. 56

Build Credibility, Address Problems, and Improve Sales! - How to Write Press Releases that get noticed, and prepare ideal Public Relations (PR!) messaging for an Aviation Company

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